Parting is an Art

Last week I mentioned that there are important moments of truth that firms must manage. One of them is the parting from the customer at the end of a transaction or service.

Just for fun think through your last set of partings from any service organisation. Ask yourself if they were warm, sincere and personal? Did they convince you to come back and utilise their services again, or did they not move the needle one way or another?

I did this exercise too and I must confess the last set of interactions I had had, all fell into the second category. I waited an hour to talk to a firm on their so-called "help" line and when I was done, the customer service agent simply verified that she had answered my questions and that was it. There was never an apology for the long wait, or genuine interest in getting to the root of the concerns that led me to seek help. Her answers to my questions were all very clinical and mechanical. At a fast food entity the server merely called the ticket number, handed me my bag and made no eye contact or attempt at conversation, or even the usual perfunctory "Enjoy your meal". In the supermarket the cashier just scanned my items, verified that I had my own bag and that was it. Everyone concerned was extremely transactional, and I honestly cannot differentiate between the interactions that I had with them versus the interactions that I would have had with a robot!

The parting is the last opportunity to make a positive impression on our customers so why do we squander it?

I think that it may be because we do not think of the parting that way - service providers treat each customer as 'NEXT!' Indeed, they probably could not even identify the customer in a lineup! The truth is that the impression that we make on that customer can help to ensure that they choose us again and again. This is the message that must be transmitted to every single service employee. Parting well will help to ensure future patronage.

In Jamaica when we part company in a social setting, we often say 'likkle (little) more'. Spanish or French speakers may say 'hasta pronto', or 'a bien tot'. These sayings suggest that it is not a final ending and there is an expectation that there will be another interaction. So how can we transfer that sentiment to the business world?

Some ideas of what we can do....'

1. Consider what emotions you want your customers to experience as they leave your establishment. Adjectives such as important, valued, seen, heard should probably be on your list.
2. Develop and share parting scripts. Most employees know what to say when they greet customers, but many seem not to know what to say when they part from them. Something as simple as "Thank you for shopping with us", "Come again soon", or "Enjoy your meal" could go a long way.
3. Train employees in displaying positive language. "Thank you for shopping at Ace" muttered in a monotone voice without making eye contact is going to make no impression at all. Eye contact, smiles and positive body language convey sincerity.
4. Encourage employees to create memorable moments. Checkouts can be fairly routine but I can remember some experiences with cashiers who have made comments like "Nice dress!" as they scan it, or "Where are you visiting from?" when I have been shopping overseas. I have seen some talking to customers' children and interacting positively with seniors who may be a bit confused or slow.
5. Invite the customer back. This is an opportunity to sell your establishment. As they collect payment at the restaurant, servers can tell customers about the happy hour on Fridays. Department store cashiers can advise customers of an upcoming sale. When all else fails a simple "Hope to see you soon again" said with a sincere smile can be effective as well. Remember each parting can be an invitation to the next interaction and in a competitive environment that may be the difference between success and failure!